{"id":2238,"date":"2021-02-17T16:56:50","date_gmt":"2021-02-17T16:56:50","guid":{"rendered":"https:\/\/michaelleander.me\/?p=2238"},"modified":"2021-09-30T12:02:36","modified_gmt":"2021-09-30T12:02:36","slug":"sales-funnel-and-measuring-conversions-as-the-essence-of-digital-marketing","status":"publish","type":"post","link":"https:\/\/michaelleander.me\/sales-funnel-and-measuring-conversions-as-the-essence-of-digital-marketing\/","title":{"rendered":"Sales Funnel and Measuring Conversions as the Essence of Digital Marketing"},"content":{"rendered":"\n
If you have a website where you sell something, this is one of the texts that could be of benefit to you. <\/p>\n\n\n\n
Whether you are selling goods, services, education, or just collecting people\u2019s contacts – measuring conversions in the sales funnel is essential – all serious digital marketers do this.<\/p>\n\n\n\n
What lies in the core of this? <\/p>\n\n\n\n
After doing all the things from the text you are just reading, you will be able to log in to your site every morning and see from where you got much of your sales. <\/p>\n\n\n\n
That way, you will know where you are investing and how much money you invest, what is efficient and profitable, and what is sucking out your money without having an effect.<\/p>\n\n\n\n
So, every morning you will see, among other things, how many clicks and orders you have, and what is your conversion rate<\/strong><\/a> <\/span>on which source of visit: Google search, link on a blog, banner, Facebook ads for specifically targeted groups, on someone\u2019s post on Instagram or Twitter, through remarketing, etc.<\/p>\n\n\n\n So, for example, every morning you will see something like this:<\/p>\n\n\n\n Nice, isn\u2019t it? Here are just a few things that can be deduced from this table:<\/p>\n\n\n\n As you can see in this fictional example, when conversions are measured, the complete marketing activity makes full sense. <\/p>\n\n\n\n You know exactly whether you are investing well, whether it is coming back to you, and you know how to make further decisions.<\/p>\n\n\n\n All serious Internet marketers do this. If you are selling something online and you do not have conversion rates set up, it is the same as trying to play football in the fog. <\/p>\n\n\n\n You may sometimes accidentally score a goal, but you have no idea what is happening on the pitch.<\/p>\n\n\n\n Of course, you are probably wondering how this conversion metric is set up and how to \u2018turn it on\u2019 on your site? <\/p>\n\n\n\n You need to do a few things, so let\u2019s go in order. <\/p>\n\n\n\n First, a little theoretical introduction and then \u2018where to click\u2019.<\/p>\n\n\n\n Internet marketers look at everything through the so-called \u2018sales funnel\u2019. <\/p>\n\n\n\n When one marketer asks another for advice on how to increase sales<\/span><\/strong><\/a>, the first thing a colleague will say is \u201cLet me see what your funnel is.\u201d <\/p>\n\n\n\n All these things that seem like real marketing to amateurs – the number of likes and followers, beautiful images, banners \u2013 it is all really irrelevant, and the only thing that matters is: how a funnel looks.<\/p>\n\n\n\n What is this famous sales funnel? It is a funnel consisting of individual rings, which can be drawn for any digital campaign in the world. <\/p>\n\n\n\n Such, just a drawn funnel does not make much sense until certain things are written next to the individual rings. <\/p>\n\n\n\n So let\u2019s take one specific campaign as an example.<\/p>\n\n\n\n Let\u2019s say you decided to build a website to sell a product, e.g. weight loss products. <\/p>\n\n\n\nSource of visit<\/td> Number of clicks<\/td> Number of orders<\/td> Conversion rate<\/td><\/tr> Google search<\/td> 100<\/td> 5<\/td> 5 %<\/td><\/tr> Link at someone\u2019s blog<\/td> 500<\/td> 1<\/td> 0.2 %<\/td><\/tr> Banner at some site<\/td> 300<\/td> 3<\/td> 1 %<\/td><\/tr> Banner at some forum<\/td> 300<\/td> 30<\/td> 10 %<\/td><\/tr> Facebook ad, target group women 20-30<\/td> 2,000<\/td> 10<\/td> 0.5 %<\/td><\/tr> Facebook ad, target group women 30-40<\/td> 1,000<\/td> 30<\/td> 3 %<\/td><\/tr> Someone\u2019s post on Facebook<\/td> 200<\/td> 5<\/td> 2.5 %<\/td><\/tr> Someone\u2019s post on Twitter<\/td> 500<\/td> 1<\/td> 0.2 %<\/td><\/tr> Remarketing<\/td> 50<\/td> 10<\/td> 20 %<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n Sales Funnel<\/strong><\/h2>\n\n\n\n
Example: Sales of Weight Loss Products<\/strong><\/h3>\n\n\n\n